Servitization and co-creation: Customers’ Perspective

Ruizalba, J.; Soares, A.; Rodriguez-Molina, M.; Fr�as, D.

Abstract

This research aims at investigating the moderating role of co-creation in the implementation of servitization strategies (in a B2B context) in the pharmaceutical industry from the perspective of customers (that is the servitized firms).
Servitization is understood in this paper as a strategy that contributes towards the development of the customers’ processes and capabilities (Baines et al., 2009) in a B2B context, through close collaboration in the design of services that are jointly co-created to generate mutual value for both servitizing and servitized firms.

Citation

Ruizalba, J., Soares, A., Rodriguez-Molina, M., & Frías, D. (2016, June). Servitization and co-creation: Customers’ Perspective. Presented at 2016 Center for Business & Industrial Marketing (CBIM) Academic Workshop: Extending Value Through Product, Service and Platform Innovations, The Faculty of Economics and Business, University of the Basque Country – UPV/EHU, Bilbao, Spain

• Presentation Conference Type: Other
• Conference Name: 2016 Center for Business & Industrial Marketing (CBIM) Academic Workshop: Extending Value Through Product, Service and Platform Innovations
• Conference Location: The Faculty of Economics and Business, University of the Basque Country – UPV/EHU, Bilbao, Spain
• Start Date: Jun 29, 2016
• End Date: Jul 1, 2016
• Acceptance Date: Jun 29, 2016
• Publication Date: Jun 29, 2016
• Peer Reviewed: Peer Reviewed
• Keywords: servitization, co-creation
• Public URL: https://uwe-repository.worktribe.com/output/910570
• Additional Information: Title of Conference or Conference Proceedings : 2016 Center for Business & Industrial Marketing (CBIM) Academic Workshop: Extending Value Through Product, Service and Platform Innovations